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subject:"Brand extension"
~person:"Alvarez, Cecilia M. O."
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Brand extension
Brand extensions
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Brand management
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Markenführung
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Markenimage
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Markentransfer
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Alvarez, Cecilia M. O.
Boisvert, Jean
6
Keller, Kevin Lane
6
Phau, Ian
6
Sattler, Henrik
5
Völckner, Franziska
5
Dietert, Anna-Christina
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Dwivedi, Abhishek
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Hem, Leif E.
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Joshi, Richa
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Merrilees, Bill
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Milberg, Sandra J.
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Park, C. Whan
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Park, Jungkun
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Pina, José M.
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Yadav, Rajan
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Barrio-García, Salvador del
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Bei, Lien-ti
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Buil, Isabel
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Burton, Suzan
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Carrillat, François A.
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Dall'Olmo Riley, Francesca
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Journal of business research : JBR
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Journal of the Academy of Marketing Science
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ECONIS (ZBW)
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Consumer acceptance of brand extensions : is parental fit preeminent?
Miniard, Paul W.
;
Alvarez, Cecilia M. O.
;
Mohammed, …
- In:
Journal of business research : JBR
118
(
2020
),
pp. 335-345
Persistent link: https://www.econbiz.de/10012288610
Saved in:
2
What brand extensions need to fully benefit from their parental heritage
Miniard, Paul W.
;
Jayanti, Rama K.
;
Alvarez, Cecilia M. O.
- In:
Journal of the Academy of Marketing Science
46
(
2018
)
5
,
pp. 948-963
Persistent link: https://www.econbiz.de/10011924821
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